The Digital Watercooler

Long gone are the days when people would gather around the water cooler to discuss pop culture, current events, and TV shows. Most of the chatter was after the fact but not anymore. Emerging media platforms like Facebook and Twitter have gobbled up conversations in real-time. TV Broadcast and media rating service, Nielsen, reported that in 2013 there were 1 Billion Tweets about television shows.

This real time platform has allowed networks television executives to understand their markets much better and move accordingly. For example on Twitter, PBS has close to two-million followers. As a result, the network was able to “monitor everything that was happening in the world and jump into related conversations that people cared about in real time. We were also able to…make adjustments to our ads on the fly to better connect with people’s interests – very powerful.” This is according to Kevin Dando the Director of Digital Marketing & Communications at PBS who contacted Twitter in an effort to engage a specific demographic through promoted tweets surrounding the release of the documentary, Half the Sky: Turing Oppression in to Opportunity for Women Worldwide.

How has Twitter, Facebook, and other emerging social media platforms become your digital water cooler?

PBS Tweets

  1. hshulick

    With emerging media, now hyped television events themselves have become the water cooler. This summer when Sharknado 2 premiered, nine of 10 U.S. trending topics on Twitter were related to “Sharknado,” and Nielsen said the show generated 67.2 million Twitter TV impressions.

    These hyped events have generated a unspoken contest for consumers to come up with the best, most clever Twitter post, some of which will be shared on traditional media outlets the following day. It’s a race to fame around the digital water cooler.


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